Hélène Crépin

Vice-President, Consumer Insights


Montreal office


Hélène holds a master’s degree in marketing (MBA-Research) from UQAM and is a vice-president and head of the Consumer Insights division at Leger.

Hélène has more than 20 years of experience in qualitative and quantitative market research, marketing strategies and consulting. Over the years, she has led many projects focused on customer experience, customer satisfaction, segmentation and market positioning, food marketing, advertising testing, U&A studies and brand and point of sale engagement measurement.

In 2010, Hélène developed the WOW study, which has been offering a unique standardized measurement of the customer experience for over 10 years, including a 360-degree view of touchpoints: in-store, online, telephone, chat and email. She also developed the Momentum study in 2020, which measures brands’ growth potential.

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